About Us
Openflor works inside the coffee trade — not next to it.
We're not a development agency that treats trade as a side effect, and we're not a commercial consultancy that treats equity as a nice-to-have.
Development work without commercial outcomes can’t create change.
Commercial outcomes without a real focus on equity just reinforce the imbalance already built into this industry. Real progress needs both, at the same time. That's the gap we exist to close.
Openflor is led by co-founders Ben Bicknell and Sandra Loofbourow, who bring decades of combined experience across specialty coffee sourcing, procurement, brand strategy and exporter engagement.
Delivery is powered by a globally distributed team of specialists — project managers, trade show and activation specialists, marketing and communications professionals, professional educators, technical coffee trainers and roasting experts, and strategy consultants. That gives us the depth to run complex, multi-part engagements across markets and time zones, without leaning on any one person to hold it all together.
Who We Are
Our Leadership Team
Ben Bicknell
Ben has spent 24 years bridging education, sales and brand management in specialty coffee, as Australia's first CQI-certified Q Grader and a Q Arabica Instructor. He's judged at the Australian Coffee Championships and World Barista Championships, and worked closely with exporters and buyers to expand market access.
Co-Founder
Sandra Loofbourow
Sandra is a seasoned coffee professional and Q Instructor, offering bilingual training, quality systems, and strategic development across the coffee supply chain. She develops impactful educational programs that empower baristas and elevate service and sensory skills industry-wide. With a background spanning green buying, roasting, sensory science, and advocacy, she’s committed to building a more inclusive, ethical, and quality-driven coffee industry.
Co-Founder
Proudly connected across the global coffee community
We're proud members of the organisations shaping specialty coffee around the world.
What makes us uniquely qualified
At Openflor, we believe that a more human-centered and equitable coffee industry is possible—one where producers, exporters, and green coffee purveyors have the tools, knowledge, and connections they need to thrive in global markets.
We are industry experts, Q Instructors, and market strategists who bridge the gap between producing regions and consuming markets. With deep expertise in quality evaluation, sales strategy, and trade show activations, we help coffee professionals navigate the complexities of the global coffee trade and position their coffee for success.
Our work is rooted in education, access, and opportunity. From guiding exporters through market entry strategies to supporting producers in honing their quality and storytelling, we ensure that great coffee reaches the right buyers.
We work globally, with a special focus on Latin America, Southeast Asia, and Africa—helping coffee businesses connect with key consuming markets in the U.S., Europe, and Australia. Whether it’s at a trade show, in a cupping lab, or through hands-on coaching, Openflor is here to help you grow, connect, and succeed.
Join us in building the coffee industry we deserve.
Openflor’s Services
We’re here to support your goals: our wide range of services are tailored to meet your needs for the biggest impact. We focus on:
Creation of market linkage opportunities
Market and business strategy
Capacity building through education & training
Coffee product guidance and quality evaluation
Sales and marketing support
